RIVIAN APP CLIP
Rivian builds electric adventure vehicles - but not many people know about them yet. To support their vehicles, they’re also building a network of chargers along popular routes as well as more remote and off-road destinations
Since national and state parks already get hundreds of millions of visitors and these chargers and trucks will already be there, we figured people would be curious when they saw one.
The question now is, how might we leverage existing technology to make Rivian its own landmark where people can see and learn?
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Rivian is a startup that manufactures electric adventure vehicles and is in the process of building a network of charging stations to support its vehicles. However, despite its innovative products, the company is relatively unknown. To address this, we wanted to create a marketing strategy that leverages their charging stations and vehicles as a unique landmark and educational experience for people visiting popular and remote destinations, such as national and state parks. The challenge was to find a way to use existing technology to create an immersive experience for visitors, where they can learn about Rivian's products and services. The project aimed to increase brand awareness and drive interest in Rivian's offerings as well as to promote a small-scale brand activation event.
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To make Rivian a landmark and an educational experience for visitors, we proposed a solution that incorporated custom postcards and App Clip codes on Rivian's charging stations. Visitors could scan the codes with their iPhone camera, which would enable a custom "App Clip" experience. The App Clip would provide visitors with an informational experience about the features and benefits of the vehicles, and an interactive map of Rivian's charging stations across the country.
The custom postcards would feature stunning images of Rivian's vehicles in action, alongside a short description of the company's mission and values. The QR code would be prominently displayed on the postcard, encouraging visitors to scan it with their iPhone camera. Once they scanned the code, they would be directed to the App Clip, which would provide them with an immersive and educational experience about Rivian and its offerings.
This solution would create a unique experience for visitors, promoting Rivian as a landmark and an innovator in the electric vehicle space. It would also provide valuable data for Rivian on user engagement and preferences, which could inform future marketing and product development efforts. By leveraging existing technology in a creative way, Rivian could drive brand awareness and interest in its products and services.
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Marketing Strategy
UI-IX
Out-of-Home
Visual Identity
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Affinity Designer
Figma
Adobe Creative Cloud Suite
Already Built-In
APPLE APP CLIP
In 2020, Apple released a feature called App Clips. An App Clip is a small part of an app that’s discoverable at the moment it’s needed and lets people complete a quick task from your app — without installing a full app.
App Clips can be triggered via NFC or through a special App Clip QR code.
We chose this as the framework to promote Rivian to a new group of adventurers.
Drawn By The Community
POSTCARDS
Postcards are a compelling gift when visiting a new place. By commissioning artists to create Rivian postcards that can be sold at select locations, we gain another entry point into how potential customers can discover Rivian.
The Rivian Adventure Network
THE OBVIOUS ANSWER
There is already a culture of seeing a Rivian on the road and saying “What’s that?”
As Rivian is still a relatively new brand, people will come up and ask to take a look at the trucks.
Because Rivian benefits most from word-of-mouth advertising, we believe that a charging station will spur the most people to ask and explore.
Rivian is building over 3,500 DC fast chargers planned at approximately 600 sites.
That’s 600 places where people can discover Rivian is for themselves.
So What Did We Do?
WE PUT APP CLIP CODES ON POSTCARDS AND RIVIAN CHARGERS
App Clip Code
Rivian Charger with NFC App Clip Code
Postcard Variety with App Clip Code
Discoverable When They’re Needed
RIVIAN APP CLIP
When near an NFC tag or scanned with the camera, the Rivian App Clip interface will present itself asking users if they want to Explore Rivian.
“Discover how you can make your adventures electric.”
Each instance also has its own App Clip hero image — for example, users who scanned a charger will receive a different image than those who scanned a postcard.
The app clip will just open the app for existing Rivian owners.
CONTEXTUAL ONBOARDING SCREENS
A different screen based on the post card you scanned.
